基于结构方程模型的石榴酒购买意愿影响因素研究——以中西部乡村振兴为背景

Research on Influencing Factors of Pomegranate Wine Purchase Intention-Based on Structural Equation Modeling—A Rural Revitalization Perspective in Central and Western China

摘要: 本研究旨在探讨影响消费者购买石榴酒行为的关键因素，为企业制定有效的营销策略和提升市场竞争力提供理论支持。基于Howard-Sheth模型构建石榴酒购买意愿影响因素模型，并分析了这些因素对消费者购买意愿的直接和间接影响，并通过问卷调研数据进行实证分析。对所获数据清洗之后，采用偏最小二乘结构方程模型(PLS-SEM)方法，进行路径分析及假设验证。研究结果显示，产品质量、产品特性、营销渠道、收入水平对购买意愿有显著正向影响，感知风险、感知信任、感知价值对购买意愿有显著正向影响；评价口碑、价格水平、个性差异和感知有用性对购买意愿的直接影响不显著。内在因素在投入因素、外在因素和产出因素之间存在部分中介效应。本研究为石榴酒产业发展提供了一定的理论依据和实践参考，有助于提升企业竞争力，促进中西部乡村振兴。

Abstract: This study aims to explore the key factors influencing consumers’ pomegranate wine purchasing behavior, providing theoretical support for enterprises to formulate effective marketing strategies and enhance market competitiveness. Based on the Howard-Sheth model, a model of influencing factors on pomegranate wine purchase intention was constructed. The direct and indirect effects of these factors on consumer purchase intention were analyzed. Empirical analysis was conducted using data collected through questionnaire surveys. After data cleaning, the Partial Least Squares Structural Equation Modeling (PLS-SEM) method was employed for path analysis and hypothesis testing. The results indicate that product quality, product attributes, marketing channels, and income level have significant positive effects on purchase intention. Perceived risk, perceived trust, and perceived value also exhibit significant positive effects on purchase intention. Evaluation of word-of-mouth, price level, personality differences, and perceived usefulness do not have a significant direct impact on purchase intention. Intrinsic factors demonstrate partial mediating effects between input factors, extrinsic factors, and output factors. This research provides a theoretical basis and practical reference for the development of the pomegranate wine industry, contributing to enhanced enterprise competitiveness and promoting rural revitalization in central and western China.